Annie Somermeyer, the 2020 Marketer of the Year for the Association for Accounting Marketing (AAM), shared sales advice and the importance of focusing on client success during a recent video awards presentation.
IPA managing editor Christina Camara interviewed Somermeyer, director of business development at Madison, Wis.-based SVA Certified Public Accountants, an IPA 100 firm, during AAM’s virtual awards event June 3. This is IPA’s seventh year sponsoring the most prestigious award in the accounting marketing profession.
Somermeyer discussed the numerous initiatives she led to create more business for the firm, including a sales program for young professionals launched last year. Additionally, a sales entrepreneurs program for principals produced over $700,000 in new sales in FY19.
“We were trying anything and everything to create a sales culture because the more you do it, the more you talk about it, the more it’s top of mind, the more opportunity there is for it to develop.”
The panel of five Marketer of the Year judges was impressed by SVA’s Measurable Results campaign. The Measurable Results tagline, implemented as part of a firm rebrand several years ago, highlights the successes of its clients through popular video or written stories. Last year, CEO John Baltes encouraged the team to boost its output with eight client videos.
Not all accounting firm marketers have $1 million at their disposal and a team of eight, but understanding the business of accounting lays the groundwork for good results, no matter how many dollars you have to work with, Somermeyer says. “It’s less about the money and it’s really more about the impact that you’re making, so regardless of how big or small a budget is, it has to do something for the firm, and you need to be able to prove that out with some sort of data or measurement.”